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A cross-functional team involves a collaboration across functions (marketing, sales, finance). It provides feedback business leaders need as they select their key metrics (e.g., MROI or CLTV) and strives to improve returns in a way consistent with other enterprise functions (e.g., sales, finance).

“If your marketing folks are focused on improving brand image while your sales folks are focused on improving only sales volume or acquisition, they could be working in opposition to each other. A cross-functional team is established to collaboratively work to correct that.” ~ Jane O'Keefe, Director of Marketing Return Optimization at MillerCoors (MASB 2015 Summer Summit)[1]

See also

  1. ^ O'Keefe, J. Continuous Improvement in Return (CIR). MASB Summit, August 2015.

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